Crm

Customer-centricity is an organizational point of view, not a customer point of view. It’s actually the organization-centric-view-of-the-customer. … Don’t you want CRM to help you and the customer mutually, allowing you both to manage the relationship? Surely the value of your understanding how influence goes around comes around is enhanced when those you interact with have similar understanding. Or would you rather propagate the status quo – CRM as a construct to manage the customer? ...

I’m kicking off #SCRM13 in London this morning. SCRM stands for social customer relationship management, and my role today is to get some energy into the room and, hopefully, encourage delegates to look up from simply slapping “social” onto business as normal. Unfortunately, that’s precisely what many have been charged with doing. Those with appropriate powers of persuasion will effect organizational change I’m sure, but more to the point I feel that more chief executives need to attend Luke ’s conferences, a sentiment I’m sure he’d endorse. ...

According to its website, the Open Mobile Alliance “was formed in June 2002 by the world’s leading mobile operators, device and network suppliers, information technology companies and content and service providers. OMA delivers open specifications for creating interoperable services that work across all geographical boundaries, on any bearer network.” The OMA met today in Dublin to discuss aspects of big data, and I was invited to present on personal data, social media and social business. ...

You can now get your hands on The Marketing Century – out this week – a compilation of expert insight across a wide gamut of marketing and PR related topics to celebrate the centenary of the Chartered Institute of Marketing (CIM). The chapter outline here is based on the book’s introduction. I’m delighted to have authored the chapter on digital marketing, and I’m more than happy to answer any questions you may have on reading it. Buy at Amazon / CIM / The Book Depository / Blackwell’s / Waterstone’s . And more info at Google Books . 1. Strategic Marketing (Martha Rogers and Don Peppers , Peppers & Rogers Group) The Marketing Century opens with a clear statement from Don Peppers and Martha Rogers: it is vital that organisations put customers at the heart of what they do, both in the long-term and the short-term. To create value, firms must lift their sights from the typical focus on current profits and instead start seeing customers as the company’s long-term resource – looking at each customer in terms of the long-term return they generate. A long-term strategy for marketing – one that focuses on customer equity and not solely on current profits – can provide marketing with the context and objectives needed to maximise the overall value created by each customer. ...